The Study of Shopping Orientations, Product Knowledge and Perceived Risk on Purchase Intention: An Example of Online shopping

• Main Authors: Zhi-Yung Hu, 胡志勇
• Other Authors: Hui-Ling Ko
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/83745378493168016974

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 95 === The internet develops up to now, internet plays an important role in economics, education, society and culture, deeply influencing people's life. MIC(2005) estimates that online shopping’s growth rate will be up to 50% in the future, and the market scale will be expected to 90 billion in 2006. We can know online shopping market is worth to expecting. Consumers cannot touch the products online, and the information is only provided by the electronic store. Therefore, consumers might not obtain the sufficient information. Although consumers know this situation, why reasons that consumers still have to use online shopping? After review the related reference, we find some factors will influence the consumer’s purchase intention on the online shopping. It’s includes products knowledge, perceived risk, and shopping orientation. This research’s purpose is to discuss about consumer’s purchase intention influenced by the product knowledge, perceived risk and shopping orientation. This research main study object is 3C products and books, investigated by the questionnaire which was placed on a website. We used the ANOVA, Hierarchical Regression Analysis, and Structural Equation Modeling to analyses the questionnaire data. The research results find that consumer’s product knowledge, price orientation and convenience orientation are positive effect on consumers’ purchase intention in the online shopping. Perceived risk of product and perceived risk of online shopping are negative effect on consumer’s purchase intention, and consumer’s product knowledge will also negatively effect on the perceived risk of product. From these findings, we propose relevant suggestions to online store. They should respect to price orientation and convenience orientation consumer, and use internet marketing activity increase consumer’s products knowledge and reduce perceived risk, or use promotion activities to attract consumer shopping. In these ways, customers will accumulate the online shopping experiences, and improve consumers’ possibility of adopting online shopping and the purchase intention in the future.